From Gikomba to TikTok: How Kenya’s Second-Hand Fashion is Thriving Online

What was once the domain of crowded open-air markets like Gikomba in Nairobi or Kongowea in Mombasa is now unfolding live before smartphone cameras. With just a few taps, sellers stream their stock, interact with viewers and close deals—often in minutes.

TikTok as the New Mitumba Marketplace

Kenyan mitumba entrepreneurs are increasingly using TikTok Live to change the way pre-owned fashion and household goods are sold. Items like handbags, carpets, blazers and dresses are being showcased during interactive livestreams that attract thousands of viewers. The model has eliminated the overheads of physical shops and allows sellers to reach customers not just across Kenya but internationally.

For many sellers this is more than just a business—it’s a lifeline.

“TikTok is what built me as a brand. It’s what built this shop,” says Victor Kimani a prominent mitumba seller.

Every morning Jamal is in Gikomba digging through bales in search of high value designer bags. His green sack in hand, he sources the pieces his online audience will compete for. But the road hasn’t been easy.

Hustle from the Ground Up

After high school Jamal joined his mother in the market. He briefly pursued graphic design but eventually went back to mitumba trading—this time starting from the very bottom as a runner.

“I used to text over 100 pages on Instagram trying to sell bags. Only two would respond—sometimes none would buy,” he recalls.

He saved enough to open a tiny stall in Kinoo where even the roof was made of a piece of carpet. During heavy rains his entire stock got wet. Still he pushed on.

His fortunes changed in 2023 when he joined TikTok. After hesitating for months his first video got 2,000 likes—enough to go live. From that moment his income and visibility skyrocketed.

Livestreaming Mitumba Success

Lydia Mugoi had never thought she’d be running an online clothing store. But when she lost her job during the COVID-19 pandemic she pivoted to selling handbags and later specialized in women’s office wear.

“I start my day before 7am, rushing to pick top quality pieces from freshly opened camera bales,” she says.

After sorting and mending the items Deborah goes live on TikTok and Instagram in the evenings sometimes until 1am. “I’ve never had a live that runs under three hours,” she jokes.

The real-time sales dynamic is what makes livestream commerce so powerful. Viewers claim items instantly by commenting “mine” in the feed. Some buy multiple items in one session.

“I sell more on TikTok Live because people stay, watch and engage. TikTok made things better,” Deborah says.

Despite their success, sellers face hurdles. Unpredictable bale contents, customer expectations, and logistical issues remain pressing challenges. As Fridah, a mitumba seller in Kakamega, notes—managing returns and dealing with damaged items requires tact and transparency.

Still, the ability to reach larger audiences without paying for prime shop locations has tipped the scales in favor of these digital hustlers.

A New Era for Second-Hand Fashion

Mitumba in Kenya is no longer just about low-cost fashion; it is a cultural and economic force redefined by tech-savvy youth. As livestreams replace shopfronts, and likes become currency, the mitumba trade has found fresh energy in the digital age.

From Gikomba to your phone screen, Kenya’s second-hand fashion sellers are building thriving brands—one livestream at a time.